The document discusses techniques for analyzing visual images, including photographs, illustrations, and computer manipulated images. It covers various photographic elements and techniques like shot size, angle, composition, framing, contrast, lighting, focus, shutter speed, and aperture. It also discusses how photographs and illustrations can be used to convey different meanings and styles, such as gritty realism, surrealism, spectacle, fantasy, humor, intertextuality, and appeals to childhood nostalgia or parents. Finally, it notes that visual images often rely on techniques like intertextuality, parody, pastiche, and bricolage to communicate on multiple levels, as seen in postmodern visual examples.

1. The Visual Image
Image of a Retinal Cell
Structure from Web Vision

2. Images – what to analyse
Subject/Content?
What is the Image of? Why was that
image chosen? How does it relate to
the text?
Style/Type?
Photograph?
Illustration?
Cartoon?
Computer Manipulated?
Art?

3. Photography Elements & Techniques
• Shot Size
• Angle
• Mode of Address
• Composition
• Framing
• Contrast
• Lighting
Close up, Mid Shots, Establishing or
long shots etc.
High angle – subjects look smaller, Low angle – subjects look bigger, more domineering,
Tilted – can give subjects a sense of chaos and disarray
Direct – engages with
Audience
Indirect – looks away
from Audience
Elements in images such as Patterns, Lines & Symmetry – eyes are naturally drawn to Lines
Is the positioning of the subject in the image – what has been
foregrounded and what has been placed in the background. Where is
the focal point of the image?
High contrast uses only a few tones to create a dramatic
look. Low contrast uses man tones and shades to create a
softer look
Directional lighting – lighting a particular area can be used to look
harsh . Natural lighting gives a soft look. Both can create atmosphere
• Negative Space
Advertisers often use Negative Space to focus the eye on the subject

4. • Rule of Thirds
• Breaking the Rule of
Thirds
• Focus
• Shutter Speed
• Aperture & Depth of
Field
Positioning subjects on key third
lines where eyes naturally focus
Shots can be
taken ignoring the
rule of thirds but
the eye ‘looks’ for
a natural line
anyway
Sharp focus is very important for
a good image. However,
sometimes elements can be
deliberately out of focus to add
interest, layers of meaning and
contrast
When the Shutter is kept open for
a long time, it captures
movement in action. When it
open and closes in a fraction of a
second, it freezes the moment in
time
Aperture is the hole which lets in light to the
camera. A small aperture means that everything
stays in focus and gives a large Depth of Field. A
large aperture means only the closest elements
are in focus and gives a shallow or small Depth of
Field

5. Photographs can show….
Gritty Realism
Often emotive, dramatic,
shocking, capturing the
moment as it occurs
Surrealism
The blurring of lines
between fantasy and
fiction
Spectacle
Spectacle is used to define media
construction of events which are ‘out of
the ordinary’ from habitual routine – but
could equally be used to describe images
of celebrity that are out of the ordinary
and demand our attention.

6. Illustrations can show….
Fantasy Reality
The appeal of the ‘best’
reality possible – not
tainted by imperfections
Surrealism fantasy and
The blurring of lines between
fiction especially using Photography with
Illustration – can create atmosphere of fantasy,
gothic, horror etc.
Humour/Lighten the Topic
Serious or dull products often use
illustration to lighten the subject matter.
Products such as insurance or households
goods are typical of this.

7. Illustrations can also show….
Intertextuality
Referring to Artistic
movements and periods to
suggest Iconic or Cult status
of the subject
(see also Postmodernism
next slide)
Appeal to Childhood Nostalgia
Appeal to Parents
The London Metro ran a
different illustrated cover for
17 days . The style of
illustration was similar to
Eastern European and Russian
Propaganda posters of the
1920’s & 1930’s
Using cartoon characters and images, or styles and
patterns from previous decades to appeal to
Audiences

8. Postmodernism in Visual Images
Visual images often rely heavily on
intertextuality, Parody, Pastiche & Bricolage – the
audiences ability to make connections between
older, well known cultural and media products
and the new image. This adds depths of meaning
to still images and communicates on multiple
levels to Audiences .
Charlie Brooker in an Alfred Hitchcock
Vertigo style image .
Groundbreaking ELLE
cover with David
Beckham on the front –
the first time a male
had been on the cover
of the magazine.
Audiences can make
connections between
the typical female
model pose and the
brand of ‘David
Beckham’.

9. Remember...
• Many examples here come from magazines and
Advertising.
However...
• The principles of Visual Images mentioned here
can be applied to visual images on any media
product including Newspapers, Websites,
Leaflets, Blogs etc.
WHAT IF....?

10. Aaarrrggghhhh ...Help!
There is no visual image.....
• Look at how space and colour are used
The image is made from text....
• Again, look at how space and colour are used.
See if it is trying to relate back to another iconic
image.